How to effectively use social media for real estate

While businesses of all shapes and sizes can benefit from a smart social presence, the importance of social media for real estate really can't be overstated.

Don't just take our word for it, either.

According to a recent study from the National Association of Realtors, social has become integral to scoring clients and closing deals across the industry. Here's a brief snapshot of the report's findings:

77% of realtors actively use social media for real estate in some way, shape or form47% of real estate businesses note that social media results in the highest quality leads versus other sources99% of millennials (and 90% of baby boomers) begin their home search online (as opposed to in-person referrals)

Translation? Social media is an absolute goldmine for real estate businesses.

Of course, that's assuming you have a concrete social strategy and aren't just winging it.

Whether you're starting from scratch or want to figure out how to win more leads from social media, we've got you covered with our guide to social media for real estate.

Real estate marketing tools

If you're working in real estate, you're crazy busy. You need to prioritize your time and focus on the social media marketing platforms that make sense.

Based on the previously noted NAR study, Facebook (97%), LinkedIn (59%) and Instagram (39%) are most realtors' top picks.

Facebook for realtors

Facebook is a no-brainer and remains a staple of marketing for real estate agents. A big reason for this is that Facebook's user demographics represent the target audience for any given real estate business age and income-wise.

Beyond being where your audience is likely hanging out, the business features built into Facebook are perfect for real estate businesses.

For example, Facebook allows businesses to publish listing-related updates and content, book appointments, communicate with customers and curate reviews in a single platform.

Oh, and don't forget about Facebook ads which allow you to directly target demographics and users who have shown specific interest in buying property in your area.

LinkedIn for realtors

As a primarily B2B network, LinkedIn isn't necessarily somewhere to spot real estate clients.

However, it is a fantastic place to network with fellow realtors and show off your industry experience.

In addition to being a digital resume for individual realtors, many realty businesses likewise have specific company pages where employees can share opportunities or go back-and-forth.

While you might not be spending a ton of time on LinkedIn, setting up a profile or company page is a great way to supplement your online presence.

Instagram for realtors

Instagram is absolutely booming for real estate businesses right now.

It's no secret at to why, though. Stylish property photos go hand in hand with the most popular types of content on Instagram. For luxury or boutique real estate businesses, the platform is becoming more and more of a priority as opposed to a 'secondary' social channel.

Additionally, features such as Instagram Stories make it a cinch for realtors to provide quick and personalized property updates day-by-day.

What types of real estate content are right for social media?

Now that we know which networks represent our top priorities, let's talk about types of real estate social media posts.

Unlike most industries, social media for real estate doesn't require you to be shy about what you're selling.

In terms of real estate marketing ideas, it's important to have a diverse (and not totally sales-y) content calendar. Rather than beat your followers over the head with sales pitches, here's a snapshot of what you can post to grow and engage your followers.

Property photos

Here's some good news: social media for real estate is highly visual in terms of content.

That's why stunning, high-res property photos are central to so many real estate business' social strategies.

Not only do eye-popping photos encourage 'likes' and shares, but also compel your followers to get in touch with you. Take note that almost all photo-based real estate content is coupled with copy that 'sells' the property and likewise contains details and contact information.

How do you make your photos stand out, though? Get creative! Premium Instagram filters or interactive photos (think: 360 photos on Facebook) are both solid starting points for making your visuals stand out from the crowd.

Success stories and client testimonials

One of the biggest benefits of real estate social media posts is the ability to highlight your success stories to connect with clients.

Your clients are spoiled for choice when it comes to finding an agent or company, so the more you're able to provide proof of your satisfied clients, the better.

That's why we see so many photos that document the story of a client that culminates in their closing day.

These types of posts do double-duty in both building a sense of social proof and showing off the human side of your business. Anything you can do to make your happy clients part of your social strategy is a plus.

Company milestones

Beyond social, awards and accolades are another way to highlight your real estate business' track record.

For example, check out how Luxury Living Chicago celebrates making the Inc. 5000 list via Instagram Stories.

Don't be shy about talking up your business' accomplishments. Again, with such crowded competition, these sorts of distinctions can help you win over clients.

Industry and market news

No matter where you do business, the real estate market at large is constantly evolving.

Whether it's advice, helpful content or industry reports, keeping your clients in the loop shows that you're an active participant in your industry.

New listings and properties

Perhaps the most obvious type of post to publish, make a point to stylize and elaborate on your latest listings via photos and captions.

Companies like @properties do a brilliant job by incorporating multiple photos of each listing and using contact information as a sort of call-to-action.